원문정보
초록
영어
This study investigates the Servicescape, which is associated with customers' Brand Attitude, and the relationship between Brand Attitude and Brand Loyalty to coffee shop brands. It aims to help suggest an appropriate branding strategy to the coffee shop brands in Korea. A sample of 491 coffee shop customers was collected from Seoul and Gyeonggi Province and data from 483 were used to derive the results after 8 outliers were removed. The dimensions pertaining to Servicescape include Interior Aesthetic, Cleanliness, Atmosphere, Layout, Staff Factor, and Social Factor. Path Analysis was conducted after the test of construct validity and reliability. The results can be summarized as follows: (1) Interior Aesthetics, Atmosphere, Staff Factor, and Social Factor are positive predictors of Brand Attitude. The effects of Cleanliness and Layout on Brand Attitude are insignificant. (2) Brand Attitude influences Brand Loyalty significantly. (3) The effects of Atmosphere and Staff Factor on Brand Attitude are higher than those of Interior Aesthetics and Social Factor.
목차
I. 서론
II. 연구 설계
1. 연구과제의 설정
2. 조사설계
3. 조사도구
III. 분석결과
1. 조사대상자의 일반적인 특성
2. 측정항목의 타당성과 신뢰성
3. 연구과제의 분석결과
IV. 결론 및 제언
참고문헌